Firework
San Mateo, US · Founded 2017 · 352 employees · 12 known investors
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Firework offers 1:1 Video Chat, a real-time video engagement tool that lets brands and retailers connect with online shoppers for product discovery, consultation, and support directly on their websites. It provides live one-to-one video sessions with co-browsing, screen sharing, AI integrations, and analytics for ecommerce environments.
Also known as Firework Inc.
Founders & leadership
Firework was founded in 2017 by Vincent Yang and Jerry Luk.
Investors · 12
Also in the syndicate · 3
Funding
SEC filings, press & company announcements$150M disclosed across 1 of 2 rounds · 2021–2022
- $150MraisedMay 2022 · 2 sources
SoftBank (lead), SoftBank Vision Fund 2 (lead), Amex Ventures, GSR Ventures, IDG, Lightspeed
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Firework operates an AI-powered video commerce platform that lets brands and retailers add short-form shoppable video, livestream and one-to-one video experiences to their own digital properties. The platform covers sourcing, curating and syndicating video content, with content types spanning influencer-generated, brand-generated, user-generated, AI-generated, store-associate-generated and merchant-generated video. An AI Virtual Assistant (AVA) module is offered alongside the video formats.
Content can be syndicated across multiple touchpoints, including brand websites (homepage, product pages and landing pages), email embeds, mobile apps, SMS campaigns, product packaging via QR codes, social channels, in-store screens, publisher networks and retailer websites. The company also pursues retail media use cases, announcing a partnership with Pacvue to extend its retail media offerings. Internal product documentation also covers a 1:1 video chat tool for real-time shopper consultation with co-browsing, screen sharing and analytics.
Founding story
Firework was created by co-founders Vincent Yang and Jerry Luk and officially launched in 2017.
Business model
Firework licenses its video commerce platform to brands and retailers, which embed video experiences into their owned websites, apps and messaging channels; the site offers both a self-serve "Start for free" entry point and a sales-led demo path.
Traction
The company reports over 1,500 brands and retailers on the platform, more than $300 million in GMV driven, over 2.0 trillion video views, and more than 500 top retailers and global brands as customers; case studies cite results such as a 100% conversion lift at Anker, a 141% conversion rate increase at Natori and a 10% increase in average order value at Stolen Stores.
Latest developments
Firework announced a partnership with Pacvue to expand the retail media capabilities of its platform, and published a "State of Video Commerce 2025" report.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Describes itself as the world's largest AI-powered platform for video commerce, citing more than 1,500 global brand and retailer customers and recognition from Frost & Sullivan with a Competitive Strategy Leadership Award in two consecutive years.
Technology
AI-powered video commerce platform combining shoppable short-form video, omnichannel video syndication, an AI Virtual Assistant, and content sourcing and curation tooling.
Go-to-market
Direct enterprise sales supported by demo booking and a free-start option, vertical-specific case studies and benchmark content such as the "State of Video Commerce 2025" report, plus ecosystem partnerships such as the Pacvue retail media integration.
Consumer brands and retailers, with published case studies and vertical pages in beauty, grocery, fashion and apparel, furniture and home goods, cookware, consumer electronics and health, including Anker, Hyland's, Musely, Heinz, GreenPan, Natori, The Fresh Market, Stolen Stores, Victoria's Secret and Walmart.
Geography
Silicon Valley headquarters in San Mateo, California, with six offices in total: San Mateo, New York, Toronto, London, Hong Kong and Tokyo.
History
Founded by Vincent Yang and Jerry Luk and launched in 2017, Firework has since grown to a team of more than 300 people across six offices and has raised over $250 million in capital, including a $150 million round led by SoftBank. Deployments have included retailers and brands such as Victoria's Secret and Walmart, the latter using the platform for livestream "shoppertainment" video.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 6
launches, deals, and filingsFirework reported winning the Frost & Sullivan Competitive Strategy Leadership Award two years in a row.
Firework announced a partnership with Pacvue to further enhance the retail media offerings available on its platform.
Firework highlights Victoria's Secret enhancing its online shopping experience with the platform.
Coverage referenced by Firework describes Walmart moving into 'shoppertainment' livestream video.
$150M source ↗
Firework, co-founded by Vincent Yang and Jerry Luk, officially launched in 2017.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Fireworkfirework.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Firework do?
- Firework is a video commerce platform that brings shoppable and livestream video experiences to brand and retailer websites.
- Who founded Firework?
- Firework was founded by Vincent Yang, Jerry Luk in 2017.
- Who are Firework's investors?
- Firework's investors include eGateway Capital, Informed Ventures Advisors, Llc, Sand Hill Angels, Silicon Ventures, SoftBank Vision Fund, Amex Ventures, GSR Ventures, Lightspeed Venture Partners and 1 more.
- How much funding has Firework raised?
- Firework has disclosed $150M raised across 1 of its 2 known rounds.
- Where is Firework headquartered?
- Firework is headquartered in San Mateo, US.